Details

Amnesty International launched a national TV campaign in Denmark titled “Se Hvad Du Kan Gøre" (See What You Can Do). The 60-second spot aired on major broadcast networks and in cinemas — and the campaign was designed to inspire action. 

I wrote a script that connected hidden crises to a call to donate time or money through Amnesty's website.

Process

I led the process from concept to completion. After collaborating with Amnesty on strategy, I wrote and directed the TV spot. The result informed audiences and drove membership signups.

Results

Within six months of launch, Amnesty saw membership signups increase by 14%. The campaign also drove notable growth in volunteers and donations, allowing the organization to expand its work to new areas.